ONLINE Spa and Hospitality Management Certificate Program

A leader in global spa management training

extension.uci.edu/spa

University of California, Irvine Extensions professional certificate and specialized studies programs

Improve Your Career Options with a Professional Certificate

help you increase or enhance your current skills or prepare for a new career. Courses are highly practical and instructors are qualified leaders in their field. Convenient online courses make it easy to learn on your own time, in your own way. A certificate bearing the UC seal signifies a wellknown, uncompromising standard of excellence.

Spa and Hospitality Management Certificate Program

UC Irvine Extensions Spa and Hospitality Management Certificate Program offers comprehensive training from leading spa industry experts. Coursework teaches students business management, marketing, retailing and operations. Students will learn the necessary skills for successful day-to-day operations of a spa as well as the latest business and marketing strategies for sustained growth and profitability in this constantly evolving industry.

Who Should Attend

Spa owners, directors and practitioners Health, wellness, medical and fitness professionals Individuals who wish to enter the field of spa management Spa product developers and manufacturers Spa employees seeking management training

Program Benefits
Acquire conceptual skills in all aspects of business planning and development required to open a spa, manage day-to-day operations, and position the spa for future growth. Develop strategic planning skills to design your business model and marketing plan based upon industry analysis and targeted market research. Learn how to develop an integrated service culture that supports profitability, employee retention, and high customer loyalty.

Transfer Credit Options

University of Houston, Conrad N. Hilton College of Hotel & Restaurant Management www.hrm.uh.edu Students who complete the Spa & Hospitality Management Certificate Program are eligible to transfer into the University of Houstons Bachelor of Science in Hotel and Restaurant Management degree program with 10 undergraduate semester credit hours. Consistently ranked one of the worlds finest hospitality programs, the Conrad N. Hilton College offers a combination of academic choice, research opportunities and industry connections that prepare students to increase their learning potential in the highly competitive spa and hospitality industry. Royal Melbourne Institute of Technology (RMIT) www.rmit.edu.au UC Irvine Extension has solidified an articulation agreement with the Royal Melbourne Institute of Technology (RMIT). Students who complete the Spa & Hospitality Management certificate program can also transfer credits into RMITs online Master of Wellness program. The program offers postgraduate pathways for people wishing to develop skills in health enhancement, nutrition, fitness, manual therapies, counseling, conventional and complementary medicine as well as management and business practices. Graduates can expect to be highly sought after as managers or practitioners in the spa, resort and hospitality industries, as well as the primary healthcare and health promotion sectors.

Certificate Requirements
A certificate is awarded upon completion of five required courses and two elective courses (a total of 15 units) with a grade of C or better. All requirements must be completed within five (5) years after the student enrolls in his/her first course. Students not pursuing the certificate program are welcome to take as many individual courses as they wish.

Free Quarterly Webinar

A free education planning webinar is offered quarterly and is packed with information about the spa program, courses being offered in upcoming quarters, and spa industry tips and trends. Visit extension.uci.edu/events to view the webinar schedule, enroll in an upcoming free event or view previous webinar recordings.
ENDORSED BY

Group Discounts
Discounts are available for groups of three or more. Please call (949) 824-9304 or email Lkadowak@uci.edu for more information.

On-site Training

For more information:

Lisa Kadowaki Lkadowak@uci.edu (949) 824-9304

UC Irvine Extension can provide individual courses or the entire Spa and Hospitality Management certificate program at your facility. Please call (949) 824-9304 or email Lkadowak@uci.edu for further details.

Curriculum
Required Courses
Introduction to the Spa Industry, Services and Treatments
MGMT X426.1 (2.5 units)

Spa Marketing and Branding

MGMT X426.4 (2.5 units)

Explore the evolution of the spa industry from ancient civilizations to new frontiers of convergence integrating spas, medicine, healthcare, tourism, and hospitality. From an international perspective, an overview of the industry will be provided with emphasis on current business models and positioning for future trends. Definition and market segmentation of spa categories including day, resort, medical, destination, hospital, and lifestyle management programs will be discussed as well as future industry trends and employment opportunities. Introduction to Spa and Hospitality Operations
MGMT X426.2 (2.5 units)

Take a strategic look at spa marketing and branding to drive revenue, develop new customers and markets, develop the brand presence and message, create an image, deliver promotions and communicate with the world. Develop a strategic marketing plan and the marketing process to include situational analysis; develop marketing strategy and the 4 Ps of the Market Mix. Select a case study spa and develop a SWOT analysis, conduct a brand analysis, prepare a marketing budget and a marketing plan for a selected spa. Branding, establishing value propositions, unique selling propositions and the application of market analysis are included in this spa marketing class. Additional topics include marketing performance metrics, customer retention, customer relationship management, collateral development, marketing channels, public relations and social media. Human Resources Basics, Recruitment and Retention
MGMT X426.51 (2.5 units)

Develop an understanding of principle skills required to manage and operate in the multi-faceted spa industry. Topics include market review and competitive analysis, an overview of current industry statistics, and spa menu development. Explore revenue generation, retailing and inventory controls, and spa facility design standards; compensation models and employee retention; software selection as it relates to marketing, reservations client file management; development of standard operating procedures; reservation training and effective reservation yielding protocols. Engage in active case study scenarios and hands-on operational analysis. Spa Metrics: A Financial View of How to Best Approach the Spa Business
MGMT X426.3 (2 units)

Explore human resource management techniques in a spa environment such as recruiting, progressive counseling/ progressive discipline, as well as employee termination, motivation and training. Examine the hiring process including administrative preparation, direct hiring activities, retention practices, and related employment laws. Discussion topics will include importance of staffing metrics, tips and tools for recruiting on the web, and a review of creative recruiting methods.

Elective Courses
Spa Retail Management
MGMT X426.41 (1.5 units)

This course provides a comprehensive application of financial management for the spa industry for spa operations managers and supervisors. Topics include understanding the components of a spa financial statement, capturing the key drivers of daily revenues and expenses, using ratio analyses as a business evaluation tool, and understanding the basic principles of spa accounting and financial responsibility. Use various problem solving methods and apply them to managerial situations tailored for the spa industry. Analyze, quantify, and evaluate the wellness of specific spa businesses, and use these skills to set the course for greater financial success.

Spa retail has always been and will continue to be an integral part of a successful spa business operation. A well planned retail boutique is an important component of a thoughtful spa experience. While spa retail has dramatically changed over the course of the spa industrys rapid growth and popularity, the fundamentals to successful spa retailing remain unchanged. Learn basic knowledge and best practices of spa retail design, operations, and analysis. Topics include merchandise categories and merchandise selection, pricing strategies, staffing, inventory control, KPIs for sales and visual merchandising.

For class schedule: extension.uci.edu/spa

Customer Engagement Management in the Spa Industry

MGMT X426.21 (1.5 units)

Positive Leadership in Spas and Hospitality

MGMT X426.71 (1.5 units)

Learn various techniques for effectively and successfully dealing with customers. Find out how to engage with customers and understand their needs and desires. Focus on the key customer service success factors necessary for capturing and retaining a profitable customer base and outperforming the competition. Customer intensive, the spa industry merges the service economy with the experience economy in new service models designed to constantly exceed customer expectations. Topics include definition of quality customer service, cost of service and its link to profit, secrets of best service providers, communication strategies, conflict resolution and crisis management. Building and Sustaining High Quality Systems for Spas
MGMT X426.31 (1.5 units)

This course examines a variety of positive business strategies developed using research from applied positive psychology, appreciative inquiry and positive organizational scholarship and deeply explores how they can be applied in the spa, hospitality and wellness industries. Students will learn how to engage, motivate and lead a team of people to accomplish business goals while also creating a positive impact in the world. Topics will include developing a workplace culture, employee engagement and motivation, and strategies for goals and accomplishment. Students will also learn about job crafting as a way to create meaningful work for themselves and their employees. Using strategies based on strengths and values, they will learn not only how to maximize their own contribution to business goals, but also how to make the experience more meaningful on a personal level.

Examine general quality management concepts and the key elements of a comprehensive spa quality management system: spa intentions and strategies, spa leadership, spa guest experiences, spa operations and spa improvement. Quality management is the organization and administration of the spas system of operation. It defines the strategies, policies, plans and methods used to run the spa business. It describes the necessary processes, procedures, documents and records to make a spa both effective and efficient. A spas quality system transforms the spirit and the intentions of what the spa's owners and managers want to provide for their guests into an excellent reality. All processes interact to create the guest experience. The spas quality system is the invisible glue that transforms the spas intention into its guests and staffs experiences.

In todays global and expanding spa markets, accessibility, expertise and convenience are crucial. The Spa & Hospitality Management Certificate is strategically designed to focus on and develop areas that are essential to a successful spa career. Content-rich classes taught by industry experts deliver a curriculum that challenges spa professionals, while developing the skills to run more profitable and gratifying business units. As the spa industry advances toward a higher-quality level of experience and expectation, UCI Extensions Spa Program prepares you fundamentally for longlasting success through interactive courses that you can engage in from any location around the world. I am honored to support the developing growth of this highly reputable program.
Kasia Mays former Director of Spa Development The Resort at Pelican Hill

Advisory Commitee
Alfredo Carvajal, COO, WTS International Angela Cortright, principal, Spa Gregories Jim Croghan, director of spa and recreation,The Grand Del Mar, San Diego Susie Ellis, president, SpaFinder Wellness Ann Emich-Patton, senior spa consultant, Blu Spas, Inc. Michelle Frye, spa director, The Spa at La Costa, Carlsbad Nancy Griffin, principal, Contento Marketing Group Janice Gronvold, principal, Spectrec Spa Business & Marketing Development Pat Johnson, president, JVE Corporation Grace Keenan, medical director & CEO, Nova Medical and Urgent Care Center Mia Kyricos, chief brand officer, SpaFinder Wellness Jeremy McCarthy, director of global spa development and operations, Starwood Hotels & Resorts Julie Tao, principal, Tao Spa Solutions Jessica Timberlake, spa director, Laguna Cliffs Resort and Spa

Spa and Hospitality Management Certificate Program

extension.uci.edu/spa
rev. 09.12.13

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